Once considered an emerging trend, mobile advertising is now a marketing must-have for retailers this holiday season. When combining RTB with location based data, marketers have new opportunities to reach their current and prospective customers in real-time across mobile devices. However, it’s important to implement the right attribution model to make sure mobile impact is measured accurately. Read Soo Jin Oh’s latest Marketing Land article to learn more about how mobile can add value to your marketing efforts this holiday season, and why it’s important to measure multiple consumer touch points.
“The significant growth that mobile RTB has experienced during this past year means that the amount of inventory available on ad exchanges has also increased, so marketers have plenty of opportunities to reach shoppers while they’re actively making buying decisions.” Read the full article from Soo Jin Oh on our Magnetic Blog
New research suggests that mobile will make up 31% of online sales on Thanksgiving—21% more than last year—for a total of $418 million.
“What may come as a surprise to some is the volume of mobile video consumption that takes place on Thanksgiving – especially in the late afternoon and early evening hours,” Ms. Mikhailov said. “Although some retailers are strictly sales-focused this time of year, the majority are adapting to getting pre-shoppers engaged with brand content in order to effectively convert visits to purchases.” View the fill article on Mobile Commerce Daily
Art Peck, former President of Growth, Innovation, and Digital at Gap Inc., will take over as Chief Executive Officer in February. Peck plans to make digital a focus for the future of his brands.
“[Peck] holds up his iPhone. “While honoring our stores and having our stores be a great expression of the brand, this” — he gestured to the device — “…is really going to be the expression of the brand that most people engage with most significantly,” he said. “How do you bring everything this device can bring into a store?” Read more on BuzzFeed
By integrating location-based marketing strategies into digital campaign efforts, CPG retailers are seeing results.
“By targeting custom audiences based on location, traffic patterns and habits, along with demographic and transactional information from matching mobile devices to household-level data, CPG ads generated a 74% increase in foot traffic and 56% lift in visit frequency via location-powered media for retailers.” Check out more insights on MediaPost